Setting up Google Analytics 4 (GA4) for a small business can take anywhere from a few hours to several weeks, depending on the complexity of your website and tracking needs. The core mechanism involves creating a GA4 property, installing a ‘tag’ (typically the Global Site Tag or using Google Tag Manager) on your website, and configuring data streams to collect information.
As of December 2025, GA4 setup now includes enhanced measurement, which automatically tracks events like page views, scrolls, outbound clicks, site search, video engagement and file downloads without requiring custom code for many standard websites. However, for e-commerce businesses or those needing specific event tracking (like form submissions with custom data), configuration via the GA4 interface or Google Tag Manager is necessary. Google Tag Manager, while adding initial complexity, allows for centralised tag management and avoids direct website code edits. Data streams currently support web, iOS, and Android apps. Australian businesses should be aware of Google’s data privacy policies and ensure compliance with the Australian Privacy Principles (APPs) when configuring data collection. In 2026, Google is expected to further refine GA4’s machine learning capabilities for predictive metrics, but the fundamental setup process remains consistent. The rollout of server-side tagging, currently in beta as of December 2025, may add further configuration options in the future.
GA4 functions by collecting user interaction data through tags, processing it via Google’s servers, and presenting it in a reportable format within the GA4 interface.
